Simplify the complex! We’ve been saying it (and doing it) for a long time. So we were very gratified to see Forbes Magazine recognize the success of our client, Access Health CT, Connecticut’s state health insurance exchange.

According to the Forbes article, “Connecticut is…succeeding at simplifying the [enrollment] process and making it understandable to the average consumer.” We couldn’t agree more.

Citing a scorecard of enrollment targets released by the Department of Health and Human Services, Forbes notes that “Connecticut isn’t just ahead of every other state; it’s in its own league entirely” – having achieved 238% of its target for enrollments in the first four months. In the article, Access Health CT CEO Kevin Counihan attributes this success to several initiatives where our marketing communications agency played a major role:

• Developing Apple Store-inspired locations
• Explaining the new Health Care Reform law early and often
• Creating “user-friendly” television and radio ads with real people
• Simplifying the process and reducing the clutter

The lesson? “Leaders in charge of delivering new and… confusing information,” says Forbes, “should strive to keep both the process and the communication as simple as possible.” We’re proud to have helped Access Health CT achieve these goals.